Toward a Conceptualization of Active Audience : Consideratiion on 'Empirical Cultural Studies'of Television Audience

Abstract

This thesis proves the characteristics of 'Empirical Cultural Studies' in England toward a conceptualization of active audience, and compares it with other approaches. This thesis was developed based on the articles of Stuart Hall and David Morley. At present, the subjects of active audience and audience activity are studied through various approaches. The first is uses and gratifications research, which has been studied since the 1940s. This approach traces the source of a receiver's activity to the psychological level, such as wants and needs. This activity is said to appear as the behavioral form of uses and gratifications which people derive from media. The second approach is that of cognitive psychology, which is a recently developed frame of analysis. It regards as the key concept which proves activity the concept of scheme and script, and proves that active behavior appears in the form of cognitive process. The third one examines the social influence of new media. This approach regards interactivity, which characterizes new information technology (or new media), as that which heightens the inter-activity between receivers or between receiver and sender. However, through the cultural studies approach, this thesis attempts to prescribe the activity of active audience by reading the text based on a definite social-linguistic code. Finally, in order to refine and integrate the concept of active audience, this thesis examines these four approaches.